Why a CRM makes a difference in the motorcycle industry today (and why you should try it now) 29 Jan 26

In the motorcycle market, every contact counts. A request for information, a quote, or a missed follow-up can make the difference between a completed sale and a lost opportunity.

In recent months, after talking to dozens of dealers across Italy, a recurring scenario has emerged: different tools that are not integrated with each other, information distributed across emails, portals, WhatsApp and Excel spreadsheets, difficulty in prioritising leads and understanding which negotiations are really active.

It is precisely from this concrete observation of daily work in dealerships that Performing Lead was born, the CRM developed by Performing Digital together with motorcycle dealers, with a clear objective: to bring order to the flow of contacts and make the sales process more effective, without complicating it.

The problem is not (only) generating leads

Today, the number of incoming contacts is constantly growing. Between websites, specialised portals, digital campaigns, social media and events, requests are coming in from more channels than ever before.

The real issue, however, is another: how many of these leads actually result in a sale? And above all: why did someone stop at the negotiation stage?

Moto.it also discussed these issues, dedicating an in-depth article to lead management in the motorcycle sector, involving Greta Pogliani, founder of Performing Digital.

According to a study by Google Auto Retail, 70% of potential customers abandon their purchase if they do not receive a response within 60 minutes. This data refers to the automotive sector as a whole, but it also accurately describes the behaviour of motorcycle customers: informed, quick, and unwilling to wait.

There is another critical factor to consider. Research by McKinsey shows that 55% of dealers do not have a structured system for tracking the status of quotes. In other words, many deals are lost not because of a lack of customer interest, but because of a lack of method.

‘These figures tell the story of a silent loss of opportunities throughout the supply chain, not just at the individual dealer level,’ explains Greta Pogliani.

Why CRM is a strategic lever

In the automotive sector, CRM has long been an operational standard. In the motorcycle world, however, this awareness is only now maturing, driven by the proliferation of digital channels and the increasingly high expectations of the end customer.

Effective CRM is not about “doing more technology”, but about:

centralising all contact information
making the sales team's work more efficient
reduce response times and increase conversions

In other words: less chaos, more method, data-driven decisions.

As also highlighted in the Moto.it article, CRM is no longer perceived as just another digital tool but has become a real competitive factor, both for dealers and brands, who are increasingly focused on the quality of their network's work.

Why try Performing Lead today

To enable dealers to assess the impact of a CRM system on their daily work, Performing Digital offers a 90-day free trial of Performing Lead, with no strings attached.

Three months is the right amount of time to understand whether a system really works in your business. This is not a theoretical demo, but a chance to work with real data on everyday sales.

An advantage for brands too

A lost lead is not only a missed sale for the dealer, but a missed opportunity for the entire ecosystem.

A CRM developed together with the network, constantly updated based on dealer feedback, also allows brands to have a clearer understanding of what really works: which channels generate value, where to intervene, how to improve collaboration with the distribution network.

Structuring contact management today means being prepared when the volume of requests increases.